Daisy Kelly
Verified Expert in Marketing
Marketing Expert
Hunters Hill, New South Wales, Australia
Toptal member since October 7, 2024
Daisy is an experienced marketing and communications professional with over a decade of experience in strategy, brand and creative, and digital optimization. With roles spanning private, not-for-profit, and government sectors, she has consistently distilled effective marketing strategies and campaigns across various industries. Daisy additionally brings expertise in communications, content, and advertising to ensure a cohesive and resonant brand identity across channels.
Project Highlights
Expertise
- Advertising
- Branding
- Communication
- Content
- Creative Strategy
- Marketing Strategy
- Optimization
- Stakeholder Management
Work Experience
Marketing, Brand, and Communications Freelance Consulting
Freelance Consulting
- Collaborated with a newly launched furniture brand to launch a new website and brand identity and improve existing sales and conversion.
- Worked with private authors to develop a website, eCommerce capacity, and assets for digital and print publishing.
- Worked with a marketing agency to develop their brand, go-to-market strategy, website, and digital assets.
Corporate Communications and Consumer Media Manager
Teachers Health
- Launched the "We're for Teachers" national creative campaign from inception to broadcast and digital distribution. This campaign helped increase brand awareness year-on-year by 16% and drove strong growth for the Teachers Health group.
- Managed strategy creation and execution across the PR and media, channel diversification, and content and creative areas.
- Handled significant strategic communications across internal and external audiences, including behavioral and change communications, to navigate a complex and broad regulatory landscape.
Senior Communications and Stakeholder Engagement Advisor
Transport for NSW
- Worked as part of the people, culture, and engagement team, supporting internal communications across Transport for NSW's regional and outer-metropolitan divisions.
- Optimized the staff survey on experience and workplace culture to provide a digital and accessible solution to improve engagement.
- Produced creative and communication assets to ensure improved stakeholder collaboration across a broad geographic remit and complex industry landscape.
Marketing and Communications Manager
Australian Beverages Council
- Led a comprehensive consumer research project, looking into attitudes across health, environment, and advertising to inform alignment on marketing and communication activities and campaigns.
- Handled the creative brand refresh and provided recommendations on digital transformation and redevelopment.
- Oversaw media and PR activities, as well as social content and campaigns.
Digital and Communications Manager
Christie Spaces
- Worked with the executive team and CEO, leading significant marketing and communication activities across internal and external audiences.
- Led the creative rebrand and go-to-market launch, supporting the transition from a traditional to a flexible office space to create a cohesive brand identity, improve growth, and enhance the organization's competitive position.
- Handled the creative, digital, and content strategy across the digital transformation project to redevelop the entire digital ecosystem, including CRM and automation, website functionalities, and member app services.
Community Marketing Manager
Clean Up Australia
- Created brand, marketing, and communications strategies and managed activities for the national Clean Up Australia Day campaign, Australia’s largest community mobilization event.
- Led the digital transformation and design of all online channels, including web, eCommerce, registration, SEO, and fundraising, as well as leading the strategy, content, and campaigns across social media and digital.
- Secured significant pro-bono advertising and managed partnerships with leading brands such as Google, Shoppermedia, Cleanaway, and Coles. Managed traditional and digital advertising across all channels, facilitating improved engagement year-on-year.
Project History
"We're for Teachers" Brand Campaign
https://youtu.be/RZLAIjqZ9-M?si=PFUeuaDG1H3lWwVjLed the creative direction and launch of a national broadcast and digital campaign for Australia's largest industry-based health insurer, Teachers Health.
As a corporate media and communications manager, I led the creative direction, casting, and launch of the “We’re for Teachers” national broadcast campaign. Showcasing the strengths of the Teachers Health brand identity, the campaign successfully supported a 16% brand awareness increase year-over-year.
Christie Spaces Rebrand and Digital Transformation
https://christiespaces.com.au/Led the creative rebrand, digital transformation, and channel strategy for Christie Spaces, an office space provider with over 40 years of presence nationally in Australia.
This project involved the creative rebranding of Christie Spaces across all national properties, digital channels, and out-of-home advertising. It additionally involved distilling the Christie Spaces vision and mission, tone of voice, and creative assets to ensure a cohesive identity and strong market presence. The digital transformation project included all CRM, automation, website, and app rebuilds to improve leads and the customer experience.
Australian Beverages Council Creative Strategy and Refresh
Led the creative refresh of the Australian Beverage Council across digital and traditional channels to support their advocacy for the seven billion-dollar non-alcoholic drink industry.
The creative strategy involved extensive consumer research into marketing across the sector and attitudes to health, advertising, and the environment. The primary purpose was to ensure alignment between the Australian Beverage Council campaign and those of their members, including Coca-Cola, Red Bull, and Pepsi.
Education
Bachelor's Degree in Arts (Major in Psychology)
University of New England - Sydney, Australia
Skills
Core
Branding, Marketing Strategy, Content, Channel Strategy, Social Media, Copywriting, Content Marketing, Search Engine Optimization (SEO), Brand Strategy, Go-to-market (GTM) Strategy, Public Relations (PR), Digital Marketing, Marketing Leadership, Social Media Content, Content Creation, Lead Generation, Paid Advertising, Facebook Ads, Marketing Analytics, Google Ads, Writing & Editing, Blogging, SEO Content, LinkedIn Marketing, Digital Marketing Strategy, Social Media Marketing (SMM), Marketing, Social Media Management, Audience Targeting, Content Strategy, SEO Audits, Google SEO, Organic SEO, Conversion Rate Optimization (CRO), Inbound Marketing, Brand Marketing, Funnel Marketing, Influencer Marketing, Growth Hacking, Community Management, Account-based Marketing (ABM), B2C Marketing, Instagram Marketing, Ads, Email Marketing, Performance Marketing, Strategic Marketing, Marketing Research & Analysis, Social Media Strategy, Content Marketing Strategy, YouTube Ads, Ad Campaigns, Marketing Communications (MarCom), Campaign Management, Scriptwriting, Landing Pages, Campaign Strategy, Keyword Research, SEO Tools, Search Engine Marketing (SEM), Product Marketing, Marketing Technology (MarTech), Market Research & Analysis, SEO Marketing, Local SEO, Google Tag Manager, Sales, Affiliate Marketing, SMS Marketing, Cold Emailing, Link Building
Platforms & Tools
Adobe Suite, Canva, HubSpot, Google Analytics, CRM Systems, Content Management Systems (CMS), TikTok, Salesforce Marketing Cloud, Ahrefs, Screaming Frog
Business Models
Business to Business (B2B), B2B
Technical
Google Search Console
Other
Creative Strategy, Communication, Media, Stakeholder Management, Optimization, Article Writing, Blog Posting, Blogs, Growth Marketing, Asia-Pacific (APAC), Content Writing, Technical Writing, Customer Acquisition, Video Editing, Digital, Event Marketing, Nonprofits, Newsletters, Growth Strategy, Facebook, Instagram, YouTube, White Papers, Websites, Web Content, Surveys, X (formerly Twitter), Brand Books, Digital Brand Identity, Competitor Analysis & Profiling, Marketing Attribution, Tracking, Meta Ads, Messaging Development, Go-to-market Plans, Marketing Plans, Social Media Content Writing, Luxury Industry, Content Management, Digital Asset Management, WordPress, Competitive Strategy, Marketing Materials, Brand Building, eCommerce, Business Development, B2B Lead Generation, Cross-channel Marketing, Project Management, Digital PR, Instagram Account Management, Data Analysis, Marketing ROI Optimization, Paid Media, Graphic Design, Logo Design, Campaigns, Launch Strategy, B2B Marketing, Engagement Strategy, Community Marketing, Buyer Personas, Copy Editing, Outreach, WooCommerce, Website Design, Ad Optimization, Brand Awareness, Campaign Design, Financial Writer, Cold Outreach, Outbound Marketing, Brand Management, Storytelling, Multichannel Marketing, Technical SEO, Conversion Rate, Web Analytics, UX Writing, Global SEO, Programmatic SEO, Event Marketing / Webinar Management, Executive Presentations, Salesforce, Semrush, User Experience (UX), Figma, Advertising, Consumer Research, UX Analysis, Customer Experience, Automation, Digital Transformation, SEO Writing, Thought Leadership, MarTech Solutions, Direct to Consumer (D2C), Market Research, Customer Journey, Healthcare, Analytics, Pixel, Attribution Accuracy, Commercial Strategy, Artificial Intelligence (AI), Lifecycle Marketing, Account Management, Audits, Client Management, Client Services, Sales Promotion, Sales Operations, Team Management, Team Leadership, Business Modeling, Brochures, White Papers & Case Studies, Communications Management, UX Design, Consumer Behavior, Research, Statistical Analysis, Psychology, Design
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